How far can you push a story before it backfires?

The team representing a Bollywood model and actress in India announced she had passed away from cervical cancer a week ago. Newspapers ran tributes, colleagues paid their respects. But 24 hours later she announced she wasn't dead but had just been trying to raise awareness of the terrible disease. Did she go to far? The backlash has been enormous but was it worth it from a PR perspective? To discuss this and look at what PR people in any discipline can learn from this case, I reached out to Jaideep Shergill this week from Pitchfork Partners in Mumbai, India. We also talk about two other recent PR stories Jaideep has been talking about on LinkedIn. Firstly, how music bands are taking on the environmental message and winning when they take their band on global tours, and the impact of globalisation on PR. Find Jaideep at https://www.pitchforkpartners.com/